مدل تجربه آنلاین مشتری در دوره کوید19

نوع مقاله : برگرفته از پایان نامه و رساله

نویسندگان

گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران .

چکیده

شناسایی رفتار مشتری بخصوص تجربه مشتری، پیشرانی حیاتی برای بقا و سودآوری شرکت‌ها بشمار می‌رود، ابعاد و تم‌های این سازه بسیار پویا و متغیر بوده و شکل‌گیری آن به شرایط زمینه‌ای وابسته است. هرچه شرایط محیطی ناپایدارتر باشد، شناسایی صحیح و بموقعِ رفتار مشتربان، اهمیت بیشتری پیدا می‌کند. در دوران بحران‌های فراگیر تاثیر پذیری رفتار مشتریان از عوامل محیطی بسیار شدید است، به دلیل الزامی بودن وضع مقررات جدید مانند منع تردد و فاصله‌گذاری اجتماعی در طی بحران فراگیر بیماری کووید19 ، مشتریان از خرید در بستر آنلاین استقبال کردند. بدنبال آن شناسایی رفتار مشتری بیش‌از پیش مورد توجه صاحب‌نظران و محققان قرار‌گرفت. هدف پژوهش حاضر، شناسایی ابعاد و تم‌ها و ارائه مدل تجربه آنلاین مشتری در دوره کوید19 است. از رویکرد پژوهش کیفی فراترکیب برای ارزیابی و تحلیل نظام‌مند پژوهش‌های پیشین استفاده ‌شد. جامعه تحقیق شامل تمام مقالات و پژوهش‌های مرتبط با موضوع تحقیق است. با بررسی 36 مقاله منتخب از 326 مقاله اولیه، در مجموع 7 بعد، 18 تم و 63 کد شناسایی گردید. اعتبار و اعتماد این ابعاد و تم‌ها و کدها تایید شد (kappa=0.71). با تکنیک آنتروپی‌شانون کدها رتبه‌بندی شده و میزان حمایت پژوهش‌های پیشین از یافته‌‌های تحقیق محاسبه گردید. در این تحقیق دو نکته مهم بدست آمد، اولا در مدل تجربه آنلاین مشتری در دوره کوید19 ابعاد هفتگانه تجربه شرکت، تجربه سایت‌اپلیکیشن تجربه محصول/خدمت، تجربه امنیت، تجربه پرداخت، تجربه اطمینان بهداشتی و تجربه احساسی است، وجود دارند، که دسته‌بندی جدیدی است. ثانیا ابعادو تم‌های این مدل با مدل‌های پیشین این سازه تفاوت قابل توجه دارند.

کلیدواژه‌ها


عنوان مقاله [English]

Online Customer Experience model in times of Covid19

نویسندگان [English]

  • faezeh Mohammadi
  • Sina nematizadeh
  • seyed abbas Heydari
  • hosein safarzadeh
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Identifying customer behavior, especially customer experience, is a vital driver for the survival and profitability of companies. The dimensions and themes of this construct are very dynamic and changeable, its forming depends on the contextual situation. The more the environmental conditions are unstable, the more correct and timely identification is important. During pervasive crises, the impact of environmental factors on customer behavior is drastically severe. Customers are interested in online shopping due to the obligation made by new regulations: curfews and social distancing during the Covid 19. Subsequently, identifying customer behavior became more and more important to experts and researchers. The purpose of the study is to identify the dimensions and themes, and providing a model for online customer experience in this critical era. The qualitative meta-synthesis research approach was employed to systematically analysis and assessment of previous researches. The research population includes all relevant articles and researches. By reviewing 36 selected articles among 326 initial articles, 7 dimensions, 18 themes and 63 codes were identified. Validity and trust of the dimensions, themes and codes were confirmed (kappa = 0.71). The codes were ranked using Shannon entropy technique, the level of support of previous researches for the research findings was calculated. In this study, two important results were obtained. First, during Covid19, there are seven dimensions in the online customer experience model, including company, app/site, product/service, security, purchase, hygiene, and emotional experiences, revealing a new categorization. Second, the dimensions and themes are significantly different from previous models of this construct.

کلیدواژه‌ها [English]

  • Covid19
  • Meta-Synthesis
  • Online customer experience
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